Social media advertisements and fear of missing out in the context of consumption culture

The interactive nature of social media and the individual's opportunity to express themselves freely, caused an increase in the use of this channel. Establishments and brands started integrating their advertising culture to a digital platform rather than traditional one. Social media advertisements became a new life source for the consumption-oriented advertisement sector. Advertisements, which are encouraging the target population to consumption and to adopt a consumption ideology, became more available via social media. However this caused psychological effects on the individuals that can be summarized as the "fear of missing out". People now have the anxiety to miss out the experience and the messages of others. Due to the presence of studies addressing the relationship between fear of missing out and consumption and this study will contribute to the literature, this study also examines the relationship between attitudes and perceptions towards social media advertisements in the context of consumption culture and the relationship of these variables with demographic characteristics and variables related to social media usage. In the first part of the study, consumption culture, advertising, and social media advertisements are mentioned. In the second part, the phenomenon of social media, the fear of missing out, and consumption issues are discussed. In the research part, the data obtained from 477 people over the age of 18 who use social media were analyzed with the IBM SPSS 20 package program. When the findings are examined, it has been shown that the variables of attitude and perception towards social media advertisements and fear of missing out are related to each other. At the same time, these variables have a relationship with social media use and some different demographic features. KEYWORDS: Consumption Culture, Social Media Advertisements, Attitude and Perception, Fear of Missing Out (FoMO)